Rubicon Project Goes Mobile

Los Angeles-based Rubicon Project, the online advertising optimization firm headed by Frank Addante, has launched an offering for the mobile advertising market, the company said this morning. Rubicon said its new REVV for Mobile product helps publishers to sell mobile ad inventory, through both direct and indirect sales channels. Rubicon said the new product comes from its May 2012 acquisition of Mobsmith. The new mobile offering uses a similar, real time trading marketplace to the firm's REVV platform. Rubicon said its mobile ad server can deliver impressions on iOS, Android, Blackberry, and Windows. The product is currently available in the U.S., with an international launch expected in September.